Fusian

Prototype Design, Brand Position, Naming
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Asian Fare With A Modern Flair

THE CHALLENGE:

Looking to evolve and expand the brand formerly known as Soho Sushi, FRCH was asked to reposition and re-imagine this innovative concept that merges the ideals of Sushi with an Upscale QSR, in order to target a wide range of client profiles from college students to professionals and families.

THE RESOLUTION:

Leveraging the strength of the product offering - fast, easy and fresh - with a sense of social responsibility, FRCH solidified the brand positioning strategy, naming and identity. By reassuring core beliefs, the brand position was developed to strengthen emotional ties to core customers and build relationships with new ones. Interior décor is made up of simple and honest materials with integrated lighting to highlight clean and contemporary architectural details, interior finishes and colorful brand graphics. Simple architectural gestures create an intuitive flow throughout the space, making it both inviting and comfortable. The overall aesthetics are simple, clean and timeless allowing the environment to remain relevant and easily updated with rotational graphics and site-specific materiality.


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